On July 5, IQVIA and Correo Farmacéutico celebrated a forum in Madrid entitled: "Connect with the customer: beyond the multichannel".
More than 60 professionals from different companies such as ADAMED, Allergan, Arkopharma, Cofares, Esteve, Dentaid, Faes Farma, Gilead, GSK, Inmunotek, Johnson & Johnson, MSD, Norgine, Normon, Mylan, Pfizer, Uriach, Vidal, Reig Jofre, Pharmalink and Zambon attended to the event.
The objective of the forum was to help laboratories understand the challenges to successfully address new ways of connecting and relating to the public in a comprehensive manner.
The agenda focused on three blocks, the first one "Digital transformation in the pharmaceutical industry" in which Pablo Foncillas, Professor and Researcher in Business Innovation, explained how digital disruption is transforming commercial models in the pharmaceutical industry and affirm that all customers are onmichannel in the way of thinking and behave, so sellers should be too.
The second block was a round table moderated by Karen Ticozzi, Director of Multichannel Strategy at IQVIA. At the table, experts from different laboratories such as Roche, Teva, Novartis and Grünenthal discussed the new profile to successfully face a multichannel strategy, the relationship with the client as a new approach and the digital transformation throughout the laboratory. All participants agreed that delegates should adapt to the new channels and they’re doing it.
Finally, Julio Portabella, Technology Director of IQVIA Spain and David Sierra, Technology Engagement Mgr of IQVIA Spain, presented a living example of a multichannel commercial strategy.
The forum was broadcast via Twitter using the hashtag #MulticanalidadCF.